Marketing 13th Edition by Gary Armstrong, Philip Kotler

Exercise 10

Researchers study the role of personality on consumer purchase behavior. One research project-Beyond the Purchase-offers a range of surveys consumers can take to learn more about their own personalities in general and their consumer personalities in particular. Register at www.beyondthepurchase.org/ and take the "Spending Habits" surveys along with any of the other surveys that interest you. What do these surveys tell you about your general and consumer personality? Do you agree with the findings? Why or why not? (AAC-SB: Communication; Use of IT; Diversity; Reflective Thinking)